Old No.7’s lesser known brother is double charcoal mellowed for a silky-smooth finish. It’s Jack Daniel’s for the even more discerning individual – but with awareness low amongst 25-34 year olds looking to trade up, what should be the perfect solution just wasn’t on their radar.

We needed to fit into their lives.

So, we started by gaining a deep understanding of our audience; not just their views on the brand but what was happening in their lives overall.

Our research showed that they were starting to appreciate the finer things in life and becoming more discerning, but they weren’t sure which brands to choose and didn’t want to make the wrong choices.

We labelled this ‘fledging connoisseurship’ and saw an opportunity for Gentleman Jack to help them on their path to becoming a true gentleman.


The ‘Order of Gentlemen’ was born. 

Recruiting a carefully selected group of key influencers who were experts in their field, we shared their knowledge and craft with a specially selected group of consumers – inviting them to be part of a club that would help them navigate a more premium lifestyle.

From a bar owner mixologist to a meat chef, a grooming expert and a master barber; each brought their own perspective on premium craft and shared the same aspirations and values that go into every bottle of Gentleman Jack. 

The Order was brought to life via a social content series and through targeted eCRM. To increase our reach, we partnered with Shortlist Magazine and Mr. Hyde to deliver both offline and digital advertorial content.

The best Christmas trading ever…

The launch email rocketed with an open rate of 36% versus an industry average of 21% and achieved an astounding 11% click through rate and the popularity of The Order grew rapidly.

Our content reached over 2 million unique views, with an average Facebook engagement of 6% and thanks to The Order, Gentleman Jack enjoyed its best Christmas trading period ever with a massive 19.4% yoy growth!

Chris Falconer